Short List
Product / ServiceGAME
EntrantPARTY Tokyo, JAPAN
Entrant Company PARTY Tokyo, JAPAN
Advertising Agency PARTY Tokyo, JAPAN
Production Company KAIBUTSU Tokyo, JAPAN


Name Company Position
Hiroki Nakamura PARTY Creative Director
Kampei Baba Bascule Creative Director
Yusuke Kitani Kaibutsu Art Director
Junya Sato Kaibutsu Designer
Daisuke Nakamura PARTY Technical Director
Takayuki Watanabe Bascule Flash Developer
Taishi Chihara FISHGROVE System Developer/Main)
Masanobu Komaba FISHGROVE Server Engineer
Kazutoyo Tokai FISHGROVE System Developer/Sub)
Hironobu Oda FISHGROVE System Director
Keita Ichiba PARTY Cg Designer
Takuma Miyamoto Freelance Film Director
Tadayuki Ito MUDECO Worx Sound Design
Hiwako Hamada Bascule Web Director
Tatsuhiko Akutsu PARTY Project Manager
Jun Tanaka PARTY Producer
Genichi Ito Freelance Communication Director
Nobuyuki Takahashi SANKYO PLANNING Account Executive
Kazuma Aizawa SANKYO PLANNING Account Executive 
SANKYO PLANNING Additional company
DENTSU INC. Additional company
KADOKAWA Media House Additional company
BASCULE Tokyo Production Company, City

The Campaign

“The Melancholy of Haruhi Suzumiya” once became a phenomenon. Now, it’s back with its own game. For the launch of “Fever: The Melancholy of Haruhi Suzumiya”, we have created an ARG (Alternate Reality Game) that takes place all over Japan.

Success of the Campaign

We had spread 707 frames (media) and received over 100,000 uploads/submissions across Japan. It was on many news and they happily displayed their own exclusive piece onto their news website that we had sent to them. It created reverse phenomenon that people rather look for advertising media and it was described as an ARG champing that involved all over Japan. (62 words)

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Find illustrations of Haruhi with special markers in magazines, at about 10,000 convenience stores in Japan, on billboards, YouTube, and banners. There are 707 different illustrations you can find throughout Japan. Take a picture of them with your smartphone and upload it onto the website, then your picture will be shown as a piece of a movie specially made for the song “Lost My Music”.